The Brewer becoming the world's top spirits lobbyist
Saturday, 25 July 2026
The man who has spent more than a decade advocating for the spirits industry in the corridors of New Zealand power has been elected to head the global lobbying effort for hard liquor.
Robert Brewer, chief executive of Spirits New Zealand, was elected president of the World Spirits Alliance at a meeting in Geneva earlier this month. The body represents 35 of the world's largest spirits manufacturers, including Diageo, Pernod Ricard, Moët Hennessy, Bacardi, Brown-Forman and Campari, as well as national trade associations.
Brewer has led the domestic spirits industry's advocacy efforts for almost 14 years ‒ a job he will continue. It is largely a one-man operation, with a job that involves everything from meeting officials and ministers to writing submissions on alcohol law reform, customs, excise tax and health regulation ‒ and providing libations for events where required.
It has made him a familiar face around Parliament and Wellington's policy circles.
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He has worked in a contested ‒ and at times febrile ‒ policy environment, where governments regularly weigh freedom of choice and economic activity against the social and health harms associated with alcohol.
We meet at Boulcott Street Bistro, the Wellington power lunch institution that has become something of a second office for Brewer. It was also where National and NZ First broke bread and held key coalition talks in late 2023.
It also has a very impressive selection of spirits. Given his position The Post needed to ask his favourite: Brewer’s current drink of choice is a Tanqueray No. Ten gin Martini with a twist. Dry. Very dry. His current favourite single malt is Lagavulin 16, which he describes as “slightly peaty, slightly smoky, from the beautiful island of Islay”.
Brewer is also a Keeper of the Quaich, making him part of an “exclusive international society” for those who have “shown outstanding commitment to the Scotch Industry”, according to its website.
A former journalist who later moved into government relations and public affairs, Brewer says he sees his latest appointment as recognition not only of his own work but of New Zealand.
“My European colleagues said New Zealand always punches above its weight,” he said.
“I don't like that phrase. We're just good at what we do.”
Now he will be taking his advocacy onto the global stage.
“I describe myself as a global ambassador for the spirits industry,” he said.
The World Spirits Alliance has existed in various forms for about two decades, but has recently been professionalised with a permanent secretariat, formal headquarters in Switzerland and a larger operational budget.
Previous presidents have been chief executives of multinational drinks companies. Brewer said his appointment reflected a decision to make the presidency a more active role.
“The chief executives of global companies simply don't have the time,” he said. “The board decided the president should come from a trade association and be much more hands-on.
“It would be fair to say the role will be as big as I can make it.”
His first official act was signing a memorandum of understanding with the China Alcoholic Drinks Association during meetings in Geneva. He also met with officials at the World Trade Organization.
But what does a global lobbyist do in an industry regulated differently in almost every country?
Brewer said the priorities would include global tax policy, combating illicit alcohol trade, promoting responsible consumption and strengthening relationships with governments and international institutions.
Balancing that with his New Zealand role would simply be a case of “your day job-plus”, he said, adding his board had been fully supportive of the appointment.
“My guys love the fact that the person they employed 13 or 14 years ago has firstly been appointed to the board, now been elected as president.”
Alcohol remains big business. Brewer estimates spirits account for roughly a third of New Zealand's $1.6 billion beer, wine and spirits sector, while the global spirits industry is worth about NZ$100b annually.
The domestic industry has also changed dramatically during his tenure.
Fifteen years ago, Brewer said, “you probably could have counted truly commercial New Zealand distillers on two hands”.
Today there are about 170.
“Tiny volumes, but big aspirations and great product,” he said.